Google gets in on mobile 'story craze' with new AMP Stories format

This morning Google is releasing “AMP Stories,” a visually rich content format designed to provide publishers with new storytelling options for the mobile web (it also works on desktop). Many people will see the move as an attempt to copy Snapchat or Instagram Stories; but before both there was Yahoo News Digest, a swipeable news app that leaned heavily on images and visual content. Google said that it brought AMP Stories to publishers for extensive feedback. Both Hearst and The Washington Post echoed that and were very enthusiastic. They told me that Google had taken a highly consultative approach from the beginning. Both publishers also told me they see AMP Stories as a welcome and versatile format to present content in new ways on the mobile web. Google still cautions, however, that the format is “experimental.” Screengrabs showing how AMP Stories look on mobile phones ...